Kia Motors has gained consumer confidence and increased sales through its warranty program that includes a 10-year and 100,000 mile limited warranty. Kia Motors notes that all warranties are "limited" and consumers are encouraged to read the fine print to fully understand what the warranty covers. To which element of the marketing mix is the warranty linked when considering a company's ethical behavior?

Question

Quizplus · Accepted Answer

The warranty is directly linked to the product element of the marketing mix, as it is a part of the product offering and impacts the perceived quality and reliability of the product in the eyes of the consumer.

Kia Motors Has Gained Consumer Confidence and Increased Sales Through